South East Asia CRM Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Southeast Asian CRM Market is segmented by Organization Size (Small and Medium​ and Large Scale​), Deployment Size (Cloud, On-premise, and Hybrid), End-user Vertical (Services​, Manufacturing​, BFSI, Retail and Logistics, Government), and Country.

Market Snapshot

South East Asia CRM Market Overview
Study Period: 2019- 2026
Base Year: 2021
CAGR: 14.91 %
South East Asia CRM Market Key Players

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Market Overview

The Southeast Asian Customer Relationship Management (CRM) software market was valued at USD 755.2 million in 2020. It is projected to reach USD 1,751.2 million by 2026, registering a CAGR of 14.91% during 2021-2026. Mature customer service, automated engagement, improved customer experience, and increasing scope of digital operations are a few factors fueling the demand for CRM solutions across various industry verticals in the region.

  • Moreover, the development of cloud computing technology and the availability of various service models, such as SaaS, Platform as a Service (PaaS), and Infrastructure as a Service (IaaS), is also expected to drive the market growth during the forecast period in the region.
  • Southeast Asia has witnessed an uptake in midmarket and enterprise companies moving to more modern business software applications to enhance their business processes and enrich the customer experience. E-commerce, ERP, and Customer Relationship Management (CRM) applications have all been at the forefront of this software technology adoption.
  • Furthermore, the increasing emphasis on customer engagement among enterprises​ and growing adoption from SME’s aided by flexible pricing strategies provided by the vendors are driving the market growth in the region.
  • According to the CRM Cloud Survey Report by SoftClouds (a vendor in technology solutions and digital transformation), 82% of companies use CRM solutions for sales process automation and sales reporting. According to Salesforce, CRM software helps to increase employee productivity, enhance customer engagement and retention, and reap other business benefits. According to the Cloudswave, using CRM in sales can increase the number of purchases customers make with the company. These facts are likely to boost the market growth in the region.
  • The recent outbreak of COVID-19 has pushed organizations to undertake all necessary steps to ensure the safety of their employees and the community. Despite the crisis, the companies need to strive for pursuing opportunities, closing the sales, and resolving the issues of the customers. Following the mandate of work from home (WFH), there is an increasing need for the companies to collaborate with the clients in the remote working environment. This is subsequently anticipated to drive the demand for customer service CRM solutions.

Scope of the Report

The Customer Relationship Management (CRM) Software market is a subsegment of the Enterprise Software market, geared towards the management of external business contacts and communication in the context of marketing, sales, and acquisition and offers standalone software designed to help the end-user companies to manage the entire life-cycle of a customer including marketing, sales, customer services, and contact center. The market estimations consider applications of CRM Software (license/subscription) in Sales, Marketing, Contact Center, and Customer Services. In contrast, CRM Analytics and other custom applications of CRM Software are excluded from the study scope as these are offered as an enhanced capability based on requirement and charged for customization that is not tracked owing to feasibility factors.

By Organization Size
Small and Medium​
Large Scale ​
By Deployment Size
Cloud
On-premise
Hybrid
By End-user Vertical
Services​
Manufacturing​
BFSI​
Retail and Logistics​
Government​
Other End-user Verticals (Construction, Not for Profits, Education, Energy & Utilities, etc.) ​
By Country
Indonesia ​
Singapore ​
Philippines​
Thailand​
Malaysia
Rest of South East Asia

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Key Market Trends

Retail and Logistics Industry to Drive the Market

  • New players in the region have been adopting e-commerce business models to benefit from the increasing smartphone usage. Thus, vendors in the market have been exposed to many opportunities to increase their client base.
  • Additionally, retailers have been taking a hands-on approach to customer data, in order to predict patterns, customer preferences, and derive insights as combined with other data assets. Therefore, these companies have been integrating consumer insight with location data (GIS) to discover new insights into where and how people shop.
  • Furthermore, omnichannel retailers have been leading the development of segmentations of their customer base into core shopper profiles in order to cater to where and how each segment behaves.
  • For instance, Bata, a consumer goods retailer, in partnership with Singapore-based Capillary Technologies, strengthened its omnichannel CRM strategies across the Philippines and Vietnam. The company, post deployment, achieved 2.2x higher returns from targeted campaigns in Singapore and 57x ROI from Facebook-based campaigns in Malaysia. Bata used Capillary’s Insights and Engage Platform to leverage on unified campaigns, precise custom targeting, to name a few.​
  • According to a joint survey conducted by Centaur Media plc and Resulticks, the ability to deliver content and messaging in real time and across multiple channels had a direct impact on efficiency and effectiveness of customer engagement. For a majority of Southeast Asian companies, to meet their short-term marketing priorities, 65% of businesses are opting for real-time marketing while 52% are looking for omnichannel delivery and engagement
South East Asia CRM Market Share

Global cues, such as BYOD, and use of IT tools for driving decision making expected to provide ample scope for future growth​

  • The use of IT tools, such as Big Data technology for decision-making is poised to integrate with CRM significantly in the future. Customer service is one of the most critical areas on which organizations should deliver metrics in today's landscape. Enterprises in the region have been using real-time data to offer one-on-one personalized services and solutions to their customers.
  • CRM has involved data, but most of it is utilized to be structured data, such as latest contacts, contact information, products bought, etc. With the integration of IT tools, such as Big Data techniques, it is also possible to process, store and analyze massive amounts of unstructured data not supplied by the customer and use this to gain additional insights. Using Big Data technologies, CRM could become a significant revenue driver.
  • According to SAS, most of the Indonesian companies are in data awareness stage and are starting to adopt Big Data and AI technology, to differentiate themselves from their competitors. The outbreak of COVID-19 has significantly increased the cloud's adoption. For instance, Banking and business solutions provider NewGens Pte Ltd developed new products and gained access to new customers since going cloud native with GoCloud. Also, Syion, an IT business consulting specialist to clients such as Komoco Motors, Hyundai Motor Company, Maserati, Ferrari Automotive Dealerships, and the Four Seasons Hotel, shares its journey and experience on GoCloud with Amazon Web Services.
  • The factors mentioned above are expected to provide growth opportunities for cloud CRM in the region. Cloud-based CRM allows robust integration with vital business applications with pre-built application connectors. This, in turn, facilitates significant user adoption of CRM. It also provides smooth transmission of data to and from other business systems, reducing the requirement for intensive IT support and involvement.
South East Asia CRM Market Analysis

Competitive Landscape

The Southeast Asia CRM analytics market is competitive and consists of global and local players. These companies are leveraging product enhancements and partnerships initiatives to strengthen their market share and increase profitability. Some of the key developments in the market are:

  • August 2021 - Microsoft released several Wave 2 features in early access form to Dynamics 365 ERP/CRM and the Power Platform, ahead of the start of their rollout in October and continuing into March 2022. The company added multiple new features to its Dynamics modules in Wave 2, including Finance and Operations, Sales, Marketing, Customer Service, Commerce, Business Central, Field Service, Supply Chain Management, Human Resources, Connected Store, Customer Insights, Customer Voice, and Project Operations. The company is also trying to integrate Dynamics and Teams increasingly tighter.
  • March 2021 - Oracle Corporation announced the support extension provided for Siebel CRM to acquire more customers in the CRM market. The company has offered to provide extended functionalities, such as AI-powered, mobile sales capabilities to improve productivity and close deals faster. The product and solution also offer sale forecasting, order management, mobile selling, and loyalty marketing, among others.
  • February 2020 - Brekeke Software Inc. announced the integration of Brekeke PBX with Zoho CRM. Office telephony services built with Brekeke PBX can now seamlessly connect with Zoho CRM by adding their Zoho account information in the Brekeke PBX admin tool. Brekeke PBX users can utilize Zoho’s CRM system to enhance productivity and the quality of their services.

Major Players

  1. Salesforce.com Inc.

  2. Microsoft Dynamics

  3. Oracle Siebel​

  4. SAP SE​

  5. IBM Corporation​

Salesforce.com Inc, Microsoft Dynamics, Oracle Siebel​, SAP SE​, IBM Corporation​

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Overview

    2. 4.2 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.2.1 Bargaining Power of Suppliers

      2. 4.2.2 Bargaining Power of Buyers

      3. 4.2.3 Threat of New Entrants

      4. 4.2.4 Threat of Substitute Products

      5. 4.2.5 Intensity of Competitive Rivalry

    3. 4.3 Market Drivers

      1. 4.3.1 Increasing Emphasis on Customer Engagement among Enterprises in the Region​

      2. 4.3.2 Emergence of Several Pure-Play CRM Solutions at a Local and Regional-Level, to Compete with the Top 5 incumbents

      3. 4.3.3 Increasing Adoption from SME’s Aided by Flexible Pricing Strategies Provided by the Vendors

    4. 4.4 Market Challenges

      1. 4.4.1 Operational and Implementational Challenges

      2. 4.4.2 Cost and Lack of Resources and Skilled Professionals

    5. 4.5 Analysis of the Global CRM Landscape​

    6. 4.6 Assessment of Impact of Covid-19 on the South East Asia CRM Market (Customers & Prospective buyers opting for digital channels| Growing need for SME’s to utilize digital tools to engage with their target audience| Short & Medium-term trend analysis)​

    7. 4.7 Key Segments in the CRM Industry – Contact Center, Customer Service, Sales Automation, and Marketing Automation​

    8. 4.8 Key Considerations Involved in the Selection of a CRM tool in the SEA region ​

  5. 5. MARKET SEGMENTATION

    1. 5.1 By Organization Size

      1. 5.1.1 Small and Medium​

      2. 5.1.2 Large Scale ​

    2. 5.2 By Deployment Size

      1. 5.2.1 Cloud

      2. 5.2.2 On-premise

      3. 5.2.3 Hybrid

    3. 5.3 By End-user Vertical

      1. 5.3.1 Services​

      2. 5.3.2 Manufacturing​

      3. 5.3.3 BFSI​

      4. 5.3.4 Retail and Logistics​

      5. 5.3.5 Government​

      6. 5.3.6 Other End-user Verticals (Construction, Not for Profits, Education, Energy & Utilities, etc.) ​

    4. 5.4 By Country

      1. 5.4.1 Indonesia ​

      2. 5.4.2 Singapore ​

      3. 5.4.3 Philippines​

      4. 5.4.4 Thailand​

      5. 5.4.5 Malaysia

      6. 5.4.6 Rest of South East Asia

  6. 6. ANALYSIS OF KEY CRM SOLUTION VENDORS IN SEA (GLOBAL AND REGIONAL – BASED ON THEIR CURRENT FOOTPRINT)

  7. 7. COMPETITIVE INTELLIGENCE

    1. 7.1 Company Profiles *

      1. 7.1.1 Salesforce.com Inc.

      2. 7.1.2 Microsoft Dynamics​

      3. 7.1.3 Oracle Siebel​

      4. 7.1.4 SAP SE​

      5. 7.1.5 Hubspot Asia Pte Ltd

      6. 7.1.6 IBM Corporation​

      7. 7.1.7 Zoho Corporation

      8. 7.1.8 Barantum (PT Kosada Group)

      9. 7.1.9 Capillary Technologies

      10. 7.1.10 Infusion Software Inc.

      11. 7.1.11 SugarCRM Inc.

      12. 7.1.12 Qontak Pte Ltd

      13. 7.1.13 Deskera Holdings Ltd

      14. 7.1.14 Soft Solvers Solutions Sdn Bhd

      15. 7.1.15 Tigernix Pte Ltd

      16. 7.1.16 Vinno Software Company

      17. 7.1.17 Creatio

      18. 7.1.18 Sage Group PLC

      19. 7.1.19 Insightly Inc.

      20. 7.1.20 PT VADS Indonesia

  8. 8. INVESTMENT ANALYSIS

  9. 9. FUTURE OUTLOOK

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Frequently Asked Questions

The South East Asia CRM Market market is studied from 2019 - 2026.

The South East Asia CRM Market is growing at a CAGR of 14.91% over the next 5 years.

The South East Asia CRM Market is valued at 529 Million USD in 2019.

The South East Asia CRM Market is valued at 1751 Million USD in 2026.

Salesforce.com Inc., Microsoft Dynamics, Oracle Siebel​, SAP SE​, IBM Corporation​ are the major companies operating in South East Asia CRM Market.

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